dock10

Changing perceptions of dock10’s studio facility and capabilities in Manchester

dock10 is a leading provider of digital media services for broadcasters, creative agencies and corporates. It operates Europe’s most technically advanced HD studio facility, as well as offering a variety of post production and content management services from the heart of the MediaCityUK campus. Some of the UK’s most-watched TV programmes, including The Voice UK, Question of Sport, Match of the Day and Dragons’ Den, are produced at dock10.

Our brief

“Help us increase our studio bookings by attracting an audience we have yet to fully engage with: independent production companies.”

dock10 was approaching 2015 with some space capacity in its studio bookings calendar. A fresh campaign was needed to lure production companies away from their habitual stomping ground in the South East by raising awareness and changing perceptions of dock10’s studio facility and capabilities. The perception of Manchester as a studio location also needed to be challenged to overcome this obstacle.

Our brief

“Help us increase our studio bookings by attracting an audience we have yet to fully engage with: independent production companies.”

dock10 was approaching 2015 with some space capacity in its studio bookings calendar. A fresh campaign was needed to lure production companies away from their habitual stomping ground in the South East by raising awareness and changing perceptions of dock10’s studio facility and capabilities. The perception of Manchester as a studio location also needed to be challenged to overcome this obstacle.

The delivery

“A hugely successful brand campaign, supported by a refreshed website and driven by Revolut10n – a specialised piece of content designed to communicate dock10’s distinctive outlook and northern personality.”

In attempting to attract more business from the ‘indies’, dock10 faced strong competition from one particular source: Soho and its famous cluster of post-production houses. This was the genesis of a campaign to position dock10 as the high-quality northern alternative.

It was clear that content marketing would be an appropriate way to educate the audience about dock10 and its ability to measure up against London’s finest. However, this content campaign would need to go further than many are able to and challenge accepted ways of thinking about studio location within the industry.

The process of changing perceptions kicked off with a tongue-in-cheek piece of direct mail – dock10-branded deckchairs. Inspired by the outmoded ‘grim up north’ stereotype and Ian Brown’s famous observation that “Manchester has everything except a beach”, the deckchairs found their way to top prospects from the BBC to national independents.

Sitting on many of these deckchairs was Revolut10n, a limited edition print publication celebrating Manchester’s many achievements as a creative and cultural hub, together with the extensive capabilities of dock10. Distribution was supported by a social media campaign and other branded items (beanie hats and T-shirts).

The magazine (also available as pdf) proved so popular that a second edition was commissioned shortly after the first.

Revolut10n won an award in the copywriting category at the Roses Creative Awards 2015.

The delivery

“A hugely successful brand campaign, supported by a refreshed website and driven by Revolut10n – a specialised piece of content designed to communicate dock10’s distinctive outlook and northern personality.”

In attempting to attract more business from the ‘indies’, dock10 faced strong competition from one particular source: Soho and its famous cluster of post-production houses. This was the genesis of a campaign to position dock10 as the high-quality northern alternative.

It was clear that content marketing would be an appropriate way to educate the audience about dock10 and its ability to measure up against London’s finest. However, this content campaign would need to go further than many are able to and challenge accepted ways of thinking about studio location within the industry.

The process of changing perceptions kicked off with a tongue-in-cheek piece of direct mail – dock10-branded deckchairs. Inspired by the outmoded ‘grim up north’ stereotype and Ian Brown’s famous observation that “Manchester has everything except a beach”, the deckchairs found their way to top prospects from the BBC to national independents.

Sitting on many of these deckchairs was Revolut10n, a limited edition print publication celebrating Manchester’s many achievements as a creative and cultural hub, together with the extensive capabilities of dock10. Distribution was supported by a social media campaign and other branded items (beanie hats and T-shirts).

The magazine (also available as pdf) proved so popular that a second edition was commissioned shortly after the first.

Revolut10n won an award in the copywriting category at the Roses Creative Awards 2015.

Key results:

The campaign took dock10 from low Q1 2015 orders to a full order book.

London-based independent production companies accounted for just 10% of dock10’s bookings in Q4 2014. This rose to 50% in Q1 2015.

Overall, the campaign delivered a return against marketing spend of 1:220.

Key results:

The campaign took dock10 from low Q1 2015 orders to a full order book.

London-based independent production companies accounted for just 10% of dock10’s bookings in Q4 2014. This rose to 50% in Q1 2015.

Overall, the campaign delivered a return against marketing spend of 1:220.

Kind words and warm applause

“We hoped for improved awareness and engagement and perhaps a few tentative enquiries from the campaign – never in our wildest dreams did we expect a full order book for Q1.”

Kind words and warm applause

“We hoped for improved awareness and engagement and perhaps a few tentative enquiries from the campaign – never in our wildest dreams did we expect a full order book for Q1.”